You know the feeling—you’ve worked hard to create content for your company, only to see it get lost in the sea of digital noise. It doesn't have to be this way!
By repurposing content, you can maximize the impact of your existing materials and get more mileage out of them than ever before.
Repurposing content is not just a great way to save time and energy—it can also help you reach new audiences, build on previous engagement, and fill gaps between campaigns.
In this article, we'll explore the benefits of repurposing content as well as how to determine which pieces are most worthy of being reused. So if you want to learn how to make your content work harder and smarter for you, read on!
Content Marketing: Repurposing And Improving Existing Content
Content marketing can be an incredibly effective strategy for building brand awareness and engaging your target audience. However, it's easy to fall into the trap of creating new content all the time and it can end up being a costly mistake.This can be costly, and time-consuming, and ultimately lead to diminishing returns.
A better approach is to repurpose and improve existing content, especially, tapping into popular content is an effective approach.
Repurposing content means taking existing pieces of content and reworking them into new formats, often to reach a different audience or in order to make the best use of limited resources.
By taking advantage of what you already have and adapting it for different marketing channels, you can get more mileage out of your content while still providing something fresh and interesting to your audience. You can do this by breaking down a long-form blog post into multiple social media posts, transforming a video into a series of infographics or GIFs, or creating an evergreen resource from a collection of popular blog posts.
Additionally, by utilizing both evergreen and timely content on social media and other channels, you can create a comprehensive content calendar that keeps your brand in the spotlight throughout the year!
5 Key Benefits of Repurposing Content
The case for repurposing content is strong. It's a time-saving and efficient way to get the most out of your existing material while also providing something fresh and interesting to your target audience. While it is immensely rewarding to create fresh content in various content types, it might not be the fastest way to go about building an editorial calendar, which is where content repurposing content comes in. Here are five key benefits of content repurposing:
By leveraging existing resources, you can produce great content without having to spend extra money on new materials or services.
- High Scalability
You can take a single piece of content and reuse it in multiple formats and across different channels. This allows you to maximize the reach of your message without increasing efforts.
- Helps with Brand Consistency
It helps create consistency in tone and messaging across different channels, which builds trust with your audience and reinforces brand recognition.
- Saves Time
You don’t need to come up with new ideas every week or month; instead, you can maintain an active presence by reusing older pieces in creative ways.
- Fills Gaps Between Campaigns
When you're going from one campaign to another and you'd need powerful yet regular content to make the switch, content repurposing comes in handy! Use the most popular blog and convert it into a video to keep the content calendar going steady!
By taking advantage of the benefits of repurposing content, businesses can continue to engage their target audience in new and creative ways. Ready to get started? Our next section will show you How to determine which content to repurpose: 5 steps.
Repurposing Content in 5 Easy steps
Knowing which content to repurpose is key to your content marketing strategy. To set yourself up for success, here are five steps to help you determine which pieces of content will provide the most value when repurposed:
Step 1: Make a List. Identify all of the types of content that your business has created over the past year and make a list of them. This list should include everything from blog posts and social media posts to videos and long-form articles.
Step 2: Analyze Your Content Calendar. Take a look at your content calendar and identify any popular pieces of content that could be modified into something new. Consider how you can combine different pieces of content together or adapt them for different channels.
Step 3: Use Analytics & Insights. Utilize analytics tools such as Google Analytics or Facebook Insights to find out which pieces of content have performed best on each platform—this will give you an indication as to what type of content resonates with your target audience.
Step 4: Pay Attention to Trends & Topics. Keep an eye out for trends and topics within your industry that could lend themselves well to repurposing existing content in fresh and creative ways.
Step 5: Look For Opportunities To Create A Series Of Posts Or Videos. Repurposing popular blog posts or social media graphics into a series can be a great way to engage your audience over time while also making sure they don’t get bored with the same old material!
By focusing on the content that has already resonated with your target audience, you can create new pieces of content that will provide even more value. Whether that content is long-form content, visual content, social posts, white paper, or email newsletter, content repurposing is the way to go as creating content from scratch continues to be a long process. And by leveraging trends and topics in your industry, you can ensure that your repurposed content remains evergreen and engaging.
Repurposing Content: A Review
Content repurposing is a great way to maximize the impact of your existing content and reach new audiences. By creating a comprehensive plan and regularly reviewing progress, you can ensure that your content remains relevant and engaging for your readers. Now, as a final step, let’s turn our attention to setting measurable goals and expectations to help you track the success of your content repurposing efforts.
Set measurable goals and expectations.
Setting measurable goals and expectations for your content repurposing strategy is essential for tracking progress and measuring success. Start by deciding how much content you can realistically commit to repurposing each month, quarter, or year. Then decide what types of content you’ll focus on – social media content, series of blog posts, videos, infographics, and more. Additionally, consider which channels you want to target with your repurposed content – social media channels, email campaigns, or other marketing channels. Once you have all this information in place, set up an editorial calendar and construct your content strategy in a way that it will be easy to track the success of each piece of content. This will help you identify which topics are resonating with your audience as well as which pieces need to be updated or turned into another format entirely. With measurable goals in place, you’ll be able to easily track the success of your content repurposing efforts and make any necessary adjustments along the way.
It is not enough that you just create evergreen content, the key lies in figuring out how to harness the video content and blog posts and countless other formats and popular posts to inform, educate and engage your audience across social channels while strengthening your online presence as a brand.